基于电子商务平台的食品企业营销模式研究

Research of food enterprise marketing mode based on e-commerce platform

中文关键词:  电子商务平台  食品企业  营销对策

英文关键词:e-commerce platform  food enterprises  marketing strategy

中文摘要:

      电子商务平台的兴起为食品企业的发展带来了新的机遇, 同时也提出了新的要求。食品电商企业要想实现长远发展, 就需要不断调整营销模式。目前的大部分文献都是对电商环境下食品企业的营销模式进行探析, 对食品企业营销的现状和问题的研究比较少, 未能全面反映食品企业的总体情况, 而本文对之前的研究文献进行了补充。本文首先介绍了电子商务的概况和基于电子商务平台的食品行业发展现状。其次, 指出了电子商务环境下食品企业营销中存在的问题。最后, 提出了基于电子商务平台的食品企业营销对策, 包括: 发挥品牌营销优势、更新营销理念、加强对网络营销人才的培养和引进以及构建创新营销体系。

英文摘要:

      The rise of e-commerce platforms has brought new opportunities for the development of food enterprises and also put forward new requirements. In order to achieve long-term development, food e-commerce enterprises need to constantly adjust their marketing mode. Most of the current literatures analyzed the marketing mode of food enterprises under the e-commerce environment, and there were few studies on the current situation and problems of food enterprises' marketing, which failed to fully reflect the overall situation of food enterprises. However, this paper supplemented the previous research literatures. This paper firstly introduced the general situation of e-commerce and the development status of food industry based on e-commerce platform. Secondly, it pointed out the problems existing in the marketing of food enterprises under the e-commerce environment. Finally, this paper put forward the marketing strategies of food enterprises based on e-commerce platform, including giving play to the advantages of brand marketing, updating marketing concept, strengthening the cultivation and introduction of network marketing talents, and constructing innovative marketing system.